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Digital Marketing Round-Up – W/C 4th December

We’ve summed up the latest Digital Marketing news, catch up on the latest from a potential Vine comeback, Google adding a donate button, the UK and US Black Friday results to story highlights on Instagram.

Is Vine Making A Comeback?

We all remember Vine, the once-popular app let users upload looping 6-second videos and when Twitter snapped up the platform in 2012 it gave Vine a massive boost. Unfortunately, Twitter ended its support at the beginning of 2017 leaving the fans with the pared-back Vine Camera. However, the Vine co-founders have given hope to their fans that they might create a new looping video app. Dom Hofmann tweeted last week that he is planning to work on a follow-up to Vine after receiving a lot of encouragement from former Vine users who still haven’t gotten over the loss of their streaming service. He intends to fund it himself but declined to provide any details if he’ll use some of the $30 million Twitter reportedly paid for Vine in 2012.

dom hoffmann vine

Google Adds New Donate Button To Search Results Knowledge Graph

Non-profit organisations (currently only US organisations, hopefully soon to include UK) can take advantage of the new ‘donate’ button Google has added to its knowledge graph cards. Now, with a simple tap, searchers can donate to their chosen non-profit straight from the Google SERPs. To see how this works, simply search for a US-based non-profit and scroll beneath the adverts (such as in the example below), when you click on the donate button it will take you to a donate.google.com subdomain where you can donate an amount of money of your choosing. For organisations to be able to add this feature to their knowledge graph card, they need to first register with Google for Non-profits and agree to any terms & conditions.

Google Donate Button

Amazon Dominates The US And The UK Fall Short On Mobile Opportunities On Black Friday Weekend

This year, Cyber Monday generated a massive $6.5bn for the USA, making it the largest revenue generating day online in history! Adobe Insights revealed the 16.8% increase in 2016, with retail site traffic increasing by 11.9%. Black Friday saw an increase in sales too, with a 23% lift in revenue in 2016. Amazon pretty much dominated the market, capturing around 55% of transactions on Black Friday alone!

However, Qubit has suggested that many UK retailers missed out this year by not fully investing in mobile. On Black Friday, mobile revenue was down almost 2% from 2016, with only 36% of revenue generated from mobile devices. Does this mean retailers in the UK are relying too much on desktop conversions? For Black Friday Weekend, the data seems to speak for itself…

Qubit Black Friday Data

Instagram Adds Story Highlights To Profile Pages

We’ve seen huge growth in the popularity of Instagram Stories over the last 12 months and the latest update will allow both brands and users to hold onto the stories they’ve posted and republish them in a new ‘highlights’ feature on their profile. Previously, stories posted on Instagram would only be accessible for 24-hours but now you can dig into your story archive and curate a highlights reel which Instagram say will allow you to ‘fully express your identity’ on your profile. It’s good news for those Instagram users who love using the story feature and even better news for brands who will now be able to package up stories and messaging into a highlights reel. You can read more about the update on the Instagram blog. This new feature is coupled with an archive feature which also lets users save their published stories to watch back at their own leisure. Both updates are available in the latest version of the app on Apple & Android.

Instagram Highlights



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